Child Passenger Safety Wave 6 Tracking Report October 2018

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Topline Findings

Issue awareness remains high but declined slightly from 2016/2017; TV ads and digital ads are key awareness drivers in 2018.

Overall campaign recognition fell slightly from 2017 to 2018, possibly reflecting the age of the assets and declining donated media. URL recognition was stable. There was slight growth in recognition of the TV and radio assets launched in 2015.

More than half of respondents reported seeking information about which car safety restraint to use, stable from the 2017 high point. Those aware of ads are more aware of the issue and more likely to be seeking information compared to those not aware.

Parents of younger children are most likely to seek information about child safety restraints. Information-seeking has increased for all child age groups since 2014.

The proportion of White Non-Hispanic respondents who sought information was at the highest point to date, while reported information-seeking declined significantly from 2017 among African American respondents.

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Methodology What? Child Passenger Safety - Online Survey

When?

Who?

Where?

How?

Wave 1: April 10-17 + April 26-27, 2012 Wave 2: March 4 – March 16, 2013 Wave 3: March 13 – April 3, 2014 Wave 4: March 14 – March 28, 2016 Wave 5: March 21 – April 9, 2017 Wave 6: August 16 – September 4, 2018

Parents/guardians of children ages 0 to 12 Required to drive at least once per week with child Wave 1: n=996; Wave 2: n=1,000; Wave 3: n=1,000, Wave 4: n = 1,000, Wave 5: 1,000; Wave 6: 990

Nationwide

Online panel survey fielded by C+R Research, Inc. 3

Wave 6 respondents were: All parents/caretakers of children 0-12

45% 55%

Women Men

Gender

19%

37%

22% 23%

Region Age

18 - 34 46%

35 - 44 38%

45+ 16%

Household Income Race/ethnicity Education High school or less 22% Other 7% Under $50K 45%

Some college/ trade African American 36% 12% Over $50K 55% school Hispanic 15% Bachelor’s degree 26% Not stated 1%

White Non-Hispanic 66% Postgraduate 17% 4

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Awareness Drivers analysis

Issue Awareness is significantly higher than in 2012 and 2013 but declined from 2016 and 2017 levels.

Recently saw/heard/read messages about using child passenger safety restraints

42% 46% 45% 40%

26% 31%

2012 (PreWave) 2013 (W2) 2014 (W3) 2016 (W4) 2017 (W5) 2018 (W6) 6

  

TV and digital ads continue to drive issue awareness. • Issue awareness from all media types is significantly higher than 2012. • Most levels held steady from 2017 to 2018; newspaper-driven awareness increased, while magazine-driven awareness fell.

TV ad Radio ad Web ad

43% 52%** 56% 56% 57% [VALUE]

23% 32%** 33% 26%** [VALUE]** 34%

22% 35%** 39% 39%

[VALUE]* * 44%

Pre W2 W3 W4 W5 W6 Pre W2 W3 W4 W5 W6 Pre W2 W3 W4 W5 W6 (2012) (2013) (2014) (2016) (2017) (2018) (2012) (2013) (2014) (2016) (2017) (2018) (2012) (2013) (2014) (2016) (2017) (2018)

Magazine ad Newspaper ad OOH ad

25% 35%** 37% 33% 37% 32%

17% 24%** 28% 21% 23% [VALUE]*

* 22% 32%** 28% 30% 30% [VALUE]

Pre W2 W3 W4 W5 W6 Pre W2 W3 W4 W5 W6 Pre W2 W3 W4 W5 W6 (2012) (2013) (2014) (2016) (2017) (2018) (2012) (2013) (2014) (2016) (2017) (2018) (2012) (2013) (2014) (2016) (2017) (2018)

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In 2018, one-third of respondents recognized the campaign URL, SaferCar.gov/TheRightSeat, higher than Ad Council norms. URL recognition has been stable since 2014, and is significantly higher than in 2012 and 2013.

Ad Council norm: 16%

30%** 30% 33% 33% 19%**

10%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

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Child age 0-12 months Child age 1-3

[VALUE]* [VALUE] [VALUE]* * [VALUE] ** 34% 32% 33% 31% 28% * ** [VALUE] 15% 11%

Pre (2012)W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018) Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

Child age 4-7 Child age 8-12

[VALUE]* [VALUE] [VALUE]* * 35% [VALUE] [VALUE] [VALUE] 31% 29%** 26% * **

9% 7%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018) 9 Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

In 2018, about 3 in 10 parents of children in all age groups were aware of the website SaferCar.gov/TheRightSeat, stable from 2017. There is little variation by age of child.

In 2018, URL recognition decreased directionally for African American and Hispanic respondents.

White Non-Hispanic African American

41% 35% 31% 30%** 31% 27% 28% 24%** 17%** 17% 12% 7%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018) Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

Hispanic

47%** 45% 39% 38% 30%* 21%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

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Net PSA recognition fell from 2016/17 to 2018, but is still strong and above Ad Council norms at half of parents (51%). • The latest phase of work launched in 2015, so this may reflect declining donated media

support.

[VALUE]* 57% [VALUE]* 51% [VALUE]*

18%

Pre-wave (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

 

Ad Council norm: 41%

Ads included: TV: “Chairs,” “Their Future,” “Car Crash;” Radio: “Age Means Everything,” “Let me ask you,” “Overconfident;” Banners: “Car Crash;” Print: “Evolution” montage, “Know It Alls” print/OOH; Outdoor: “Car Crash”

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In 2018, PSA Recognition softened among all parent groups. Parents of the youngest children are most aware of the campaign ads.

64% [VALUE] [VALUE]

Child age 0-12 months

56% [VALUE]

Child age 1-3

[VALUE]

W4 (2016)

54%

W4 (2016)

W5 (2017)

[VALUE]

W5 (2017)

Child age 4-7

W6 (2018)

[VALUE]

W6 (2018)

W4 (2016)

56%

W4 (2016)

W5 (2017)

[VALUE]

W5 (2017)

Child age 8-12

W6 (2018)

[VALUE]

W6 (2018) 12

In 2018, PSA recognition decreased directionally for African American and Hispanic respondents.

White Non-Hispanic African American [VALUE] 57% [VALUE] 53% *

* 49%

[VALUE]* 64% 56% [VALUE]* 56%

29% 12%

Pre (2012 ) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018) Pre (201 2) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

Hispanic [VALUE]*

56% 57% [VALUE]* 59%

30%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

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Recognition of the TV spot “Car Crash” is 24% and grew slowly from 2016 to 2018. Recognition grew from 2017 to 2018 for “Their Future” as well, from 22% to 26%.

“Car Crash” TV

24% 20% 22%

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

“Their Future” TV

[VALUE]** 23% 22%

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

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“Car Crash”

Of the ads that launched in 2015, recognition of the “Age Means Everything” radio grew significantly. The Evolution print/OOH grew from 2016 to 2017 and was stable into 2018.

[VALUE] “Evolution” Print ** 30% 27%

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

“Age Means Everything” Radio [VALUE]

** 20% 20%

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

“Let me ask you” Radio

23% 24% 23%

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

“Car Crash”

Recognition of the outdoor and banner ads was stable into 2018.

“Know It Alls” Outdoor/Print

23% 23% [VALUE]

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

“Car Crash” Outdoor

19% 21% [VALUE]

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

“Car Crash” Banner

20% 20% [VALUE]

Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

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Behaviors Drivers analysis

 

In 2018, 52% of respondents said they sought information about which car safety restraint is right for their child • Information-seeking is stable from last year but has grown significantly since 2014.

52% 52% 48%** 49% 41%**

30%

Pre (2012) Wave 2 (2013) Wave 3 (2014) Wave 4 (2016) Wave 5 (2017) Wave 6 (2018)

Information-seeking is highest among parents of younger children, and is significantly higher than baseline for all parent groups. • Taking action increased directionally from 2017 to 2018 among parents of infants under 1.

Child age 0-12 months Child age 1-3 70% 71%65% 58% 59% [VALUE]** 67%

53% [VALUE]** 55% 48% 39%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018) Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

Child age 4-7 Child age 8-12 [VALUE]** 52% [VALUE]* 42% [VALUE]** [VALUE]** 35% 31% [VALUE]**24% [VALUE]*11%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018) Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

 

In 2018, the proportion of White Non-Hispanic respondents who said they sought information was stable, while reported information-seeking declined significantly among African American respondents.

White Non-Hispanic African American 55% 51%** 52% 50% 51% 50% 44% 44%** 43% 40%**

29% 28%

Pre (2012)W2 (2013)W3 (2014)W4 (2016)W5 (2017)W6 (2018) Pre (2012)W2 (2013)W3 (2014)W4 (2016)W5 (2017)W6 (2018)

Hispanic [VALUE]* 61%** * 57% 48% 46% 41%

Pre (2012) W2 (2013) W3 (2014) W4 (2016) W5 (2017) W6 (2018)

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Recognized the 14% 50% URL

Aware of the 18% 60% issue

Sought information in 34% 68% the past year

Not Aware Ad Aware

In 2018, those who were Aware of the PSAs were significantly more likely to recognize the URL, be aware of the issue, and seek information than those not aware of the ads.

Drivers analysis

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Summary

In summary…

Searching for information has grown significantly since 2014,

and more than half of parents now report doing this. Those aware of ads, particularly OOH and digital,

were more likely to do this.

Parents of younger children are more likely to seek information.

URL awareness and information- seeking are lower among African-American and Hispanic parents, who may benefit from outreach.

Issue awareness declined slightly but remains strong. This could be a reflection of declining donated media support as the

work ages.

Overall campaign awareness is still strong despite lower donated media; awareness continued slow growth for 2015 TV assets; new ads should drive growth in 2019.

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Appendix Drivers analysis

Sources of Awareness: car dealers, fitting stations, and newspaper and radio remain key drivers of awareness.

1st Post 2nd Post 3rd Post 4th Post 5th Post Pre Wave Wave Wave Wave Wave Wave

Automobile dealer Car seat fitting station Newspaper ad Radio program Outdoor billboards or outdoor posters

Web ad

90% 84% 83% 79% 78%

82% 80% 76% 78% 68%

75% 70% 72% 76% 72%

81% 76% 79% 77% 70%

79% 71% 77% 76% 70%

77% 70% 73% 73% 68%

Newspaper article Radio commercial

78% 77%

65% 73%

61% 69%

61% 76%

54% 76%

56% 73%

Magazine ad Magazine article TV program Website content

77% 75% 73% 69%

68% 65% 63% 61%

67% 63% 59% 52%

74% 67% 67% 58%

67% 63% 66% 56%

66% 69% 70% 56%

Car seat or vehicle owner's manual 62% 60% 54% 52% 49% 55% From friends or family TV ad

61% 58%

49% 44%

55% 45%

58% 50%

53% 43%

54% 46%

Hospital or physician's office Some other place Social media

57% 55% 81%

48% 54% 78%

44% 58% 79%

44% 60% 81%

43% 53% 79%

43% 54% 83%

- - - - - 36% 25

Results

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Thank you!